The Internationalisation of Football Clubs. Analysis of RasenBallsport Leipzig’s Marketing Possibilities in Southeast Asia and Recommendations

Table of Contents

1. Introduction

1.1 Objective of the Thesis

1.2 Structure of the Thesis

1.3 Interview Partners

2. Theoretical framework

2.1 Definition and differentiation of the term Internationalisation

2.2 Internationalisation‟s Relevance

2.3 Market Entry Strategies

2.3.1 Online presence

2.3.2 Exporting

2.3.3 International Licensing

2.3.4 International Franchising

2.3.5 Strategic Alliances

2.3.6 Joint Ventures

2.3.7 Acquisition

2.3.8 Greenfield Investment

2.4 Influencing Factors

2.4.1 Internal Factors

2.4.2 External Factors

3. Status Quo of Internationalisation in German Football

3.1 The role of the “DFL Deutsche Fußball Liga GmbH”

3.2 Comparison of Bundesliga teams‟ Internationalisation processes

3.3 German football in international comparison

3.4 The choice of RasenBallsport Leipzig as example for this thesis

4. RasenBallsport Leipzig‟s Internationalisation Process

4.1 Methodology

4.2 SWOT Analysis of RB Leipzig

4.2.1 Strengths

4.2.2 Weaknesses

4.2.3 Opportunities

4.2.4 Threats

4.3 RasenBallsport Leipzig‟s market entry options

4.3.1 Timing

4.3.2 Possible market entry strategies

4.3.2.1 Merchandising

4.3.2.2 Digitalisation

4.3.2.3 Events

4.3.2.4 Players

4.3.2.5 Alliances and Partnerships

4.3.2.6 Complementary measures

4.3.3 Market choice

5. Evaluation of the chosen Southeast Asian target markets

5.1 Introduction to the target markets Indonesia, Malaysia, Singapore and Thailand

5.1.1 Indonesia

5.1.2 Malaysia

5.1.3 Singapore

5.1.4 Thailand

5.2 Critical factors for Success

5.2.1 Sports-related Factors

5.2.2 Non-sports-related Factors

5.3 Scoring Model of the pre-selected Markets

6. Implications and recommended Internationalisation Modules

6.1 First Recommendation – “The RB Story”

6.2 Second Recommendation – “The All-rounder”

6.3 Third Recommendation – “Big Market”

7. Conclusion, Limitations and Outlook

Objectives and Topics

The thesis aims to provide a structured approach for professional football clubs to successfully enter the Southeast Asian market, focusing on developing a strategic framework for international expansion. It evaluates market entry strategies and assesses potential target countries—Indonesia, Malaysia, Singapore, and Thailand—using a custom scoring model to guide decision-making for clubs looking to grow their global presence.

• Internationalization strategies in professional football
• Strategic market entry modes (Licensing, Joint Ventures, Greenfield Investment)
• SWOT analysis of RasenBallsport Leipzig
• Evaluation criteria for Southeast Asian target markets
• Practical recommendations for internationalization modules

Excerpt from the Book

Summary of Chapters

1. Introduction: The introduction outlines the increasing economic necessity for German football clubs to internationalize and defines the objective of the thesis: creating a structured approach for market entry in Southeast Asia.

2. Theoretical framework: This chapter defines internationalization and categorizes various market entry strategies, such as licensing, joint ventures, and greenfield investments, while detailing internal and external influencing factors.

3. Status Quo of Internationalisation in German Football: This section examines the current internationalization state of the Bundesliga, the role of the DFL, and compares it to other international leagues, while justifying the choice of RB Leipzig as a study example.

4. RasenBallsport Leipzig‟s Internationalisation Process: This chapter provides a SWOT analysis of RB Leipzig and discusses specific market entry options like merchandising, digitalization, and events suitable for the club.

5. Evaluation of the chosen Southeast Asian target markets: An evaluation of Indonesia, Malaysia, Singapore, and Thailand is conducted based on sports-related and non-sports-related criteria using a custom scoring model.

6. Implications and recommended Internationalisation Modules: This chapter presents three strategic modules (“The RB Story”, “The All-rounder”, and “Big Market”) tailored to different target markets and club objectives.

7. Conclusion, Limitations and Outlook: The conclusion summarizes the findings, acknowledges the limitations of the thesis due to the lack of internal club data, and provides a final outlook on the necessity of proactive internationalization for German clubs.

Keywords

Internationalisation, Football Clubs, Bundesliga, Market Entry Strategies, Southeast Asia, RasenBallsport Leipzig, Strategic Alliances, Joint Ventures, Licensing, Digitalisation, Sports Marketing, SWOT Analysis, Indonesia, Malaysia, Thailand, Singapore

Frequently Asked Questions

What is the primary focus of this work?

The work focuses on the internationalization of professional German football clubs, specifically identifying and analyzing strategies for entering the Southeast Asian market.

What are the central thematic fields?

The core themes include international business strategy, market entry modes in sports, the current competitive status of the Bundesliga, and regional analysis of Southeast Asian countries.

What is the research goal of this thesis?

The goal is to develop a structured, applicable guide for football clubs to plan and implement international activities in Southeast Asia based on individual organizational conditions.

Which scientific methods were applied?

The thesis utilizes a literature-based theoretical framework, a SWOT analysis, and a custom weighted scoring model to evaluate and rank potential market entry destinations.

What does the main part cover?

The main part covers the theoretical basis of internationalization, the status quo of German clubs, a detailed SWOT analysis of RB Leipzig, and an evaluation of four specific Asian markets.

Which keywords characterize this paper?

Key terms include Internationalisation, Bundesliga, Market Entry, Southeast Asia, RB Leipzig, and Sports Marketing.

Why was RasenBallsport Leipzig chosen as the example?

RB Leipzig was selected because it is a successful club that had not yet engaged in an internationalization strategy at the time of the study, providing a clean slate for demonstrating the developed framework.

What role does Red Bull GmbH play in this study?

Red Bull GmbH is identified as a key asset, providing financial stability, marketing expertise, and infrastructure that simplifies the internationalization process for RB Leipzig.